Aston Martin unveils giant toy replica
To celebrate the return of James Bond, Aston Martin and Corgi have teamed up to develop a giant replica of the original 1965 Corgi DB5 toy box.
Shining a spotlight on the industry
Monday, 20 Sep 2021 16:54 GMT
Aston Martin has collaborated with GLS and Corgi to produce a giant replica of the famous 1964 toy
The replica has been installed at Battersea Power Station in London, where it will stay until October 1st, 2021.
The pop up was constructed by GLS Design, which has previously worked with Aston Martin on many of its live events and exhibitions. The project meant tapping into its 30 years of experience, and wide knowledge of automobile branding.
This latest project has been created as a tie-in with the new 007 film, No Time to Die, which is the 25th movie in the James Bond series produced by Eon Productions. The much anticipated movie has become infamous for its various delays, after becoming one of the first major victims of Covid delays in the entertainment world.
It was a fantastic project to be involved with, our industry like many others was decimated by the pandemic and we are now taking positive steps forward with projects like this”
The pop-up is a sign of the studio’s commitment to the advertising campaign and full release of the movie.
The giant version of the DB5 incorporates a variety of materials like steel frames, plywood flooring, and a large-format piece of printed artwork.
James Prescott, Director at GLS, says: “When we shared our involvement on social media and networking site LinkedIn we have had some warming compliments and lots of engagement with the posts.
“It was a fantastic project to be involved with, our industry like many others was decimated by the pandemic and we are now taking positive steps forward with projects like this”.
The
project come about again after the film was delayed over a year due to Covid-19
Corgi’s original DB5 toy was released alongside the 1964 film, Goldfinger, and later went on to become the biggest selling toy of the year. In years since, the model has continued to impact pop culture, and featured on many top toy and collectable lists, making the pop-up particularly special for British consumers.
The giant replica was launched along with an exclusive global TV spot for the film, featuring the Aston Martin DB5 which can be seen with three other Aston Martin models in the film which will be released starting September 30th, 2021.
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